Pre-2020: Trust in Word-of-Mouth
Before COVID-19, most customers found their collision repair shop the old-fashioned way—through a friend. According to a 2019 Fix Auto USA survey, nearly 49% of customers relied on personal referrals. Only 21% used internet search, and the rest came from insurance recommendations or miscellaneous sources like dealerships or local ads.
At that time, having a website or online reviews was helpful—but not essential. Most shop owners believed their reputation would spread naturally, one satisfied customer at a time.
2020–2022: The Digital Tipping Point
When the pandemic hit in early 2020, the collision repair industry experienced a seismic shift. With face-to-face referrals down and contactless communication rising, digital tools quickly became essential.
- By late 2020, 41% of drivers reported finding a body shop via online search—almost double the pre-pandemic share (UpSwell, 2020).
- The importance of online reviews soared. Over 60% of U.S. drivers said reviews and digital reputation played a major role in their decision (UpSwell, 2020).
- Google became the dominant review platform. A 2021 BrightLocal study found 67% of consumers trust Google reviews more than Yelp or Facebook.
- Shops offering photo estimates, online scheduling, and text updates became the new standard. CCC Intelligent Solutions reported that virtual photo estimates more than doubled from January to April 2020—and the trend stuck well into 2022.
2023–2025: Digital Becomes the Default
Fast forward to today. In 2025, the average consumer now treats a shop’s digital presence as its front door—and a missing or outdated presence is often a deal-breaker.
- A 2024 study by Podium found that 99% of consumers now read reviews before contacting a local business.
- 78% of customers prefer to work with shops that offer digital quoting, scheduling, and repair tracking (Solera, 2021).
- Communication has shifted: 68% of drivers want repair updates by text, while only 16% prefer phone calls (UpSwell, 2023).
- Consumers trust businesses with modern, transparent websites—75% say a poor website design hurts their impression of a business (Stanford Web Credibility Study, updated 2024).
Key Takeaways for Shops in 2025
- Be Searchable – Google is where customers start. Keep your Business Profile updated and optimize your SEO.
- Earn (and Respond to) Reviews – Today’s reviews are yesterday’s referrals. Over 99% of customers check them.
- Offer Digital Convenience – Online photo estimates, easy scheduling, and real-time updates are now expected.
- Build a Credible Online Presence – A clear, modern website and active social media help customers feel confident.
- Adapt to Evolving Expectations – Today’s shoppers expect speed, convenience, and transparency—digitally delivered.
Sources: Fix Auto USA Survey (2019), UpSwell Driver Studies (2020, 2023), BrightLocal Local Consumer Review Survey (2021), CCC Intelligent Solutions Industry Reports (2020–2022), Solera Global Insights (2021), Podium State of Reviews (2024), Stanford Web Credibility Study (2024 Update).
